Using real order data to choose the right buying experience
Wonderful Dental was experimenting with new ways to order. We built the measurement layer needed to understand what customers actually preferred, and then used that evidence to simplify the product.
30%view-to-order rate on the new grid, up from 0.8%At a glance
30% vs. 0.8%
view-to-order rate on the redesigned vs. old Order Now grid
35.7% vs. 17.9%
view-to-order rate on the redesigned vs. old home-page grid
~33
page sections tracked
The conversion figures are from one representative daily snapshot and are supporting evidence, not a claimed long-term uplift.
What we did
- Order attribution
- Section-level analytics
- GA4 tracking
- Shopify order data
- Automated CRO reporting
The challenge
Wonderful Dental was testing a conversational ordering experience alongside more traditional product-shopping patterns.
The problem was not a lack of data. It was that the existing tracking could not reliably show which experience actually influenced an order, making it difficult to know what should become the long-term product direction.
How we helped
- 01
Made the data trustworthy
We rebuilt the attribution logic so orders could be connected back to the experience and page section that actually influenced the cart.
- 02
Turned tracking into a product decision
The reporting compared the different ordering approaches and made it clear that customers responded strongly to the redesigned product grid and quick add-to-cart experience.
- 03
Simplified instead of adding more
Rather than maintaining several competing ordering concepts, the team chose the new product grid as the direction going forward and retired the conversational ordering experience and older featured-collection approach.
The outcome
The outcome was not another analytics dashboard. It was a clearer product decision.
Wonderful Dental could stop investing in competing concepts and focus on the simpler experience customers actually needed: clear product discovery, quick add-to-cart and a familiar cart experience.
Insights
Trust the data before the dashboard.
Orders had to be tied to the section that influenced them before any comparison could mean anything.
Measure to decide, not to report.
The tracking existed to answer one question: which ordering experience should stay.
Simplify when the evidence is clear.
The team retired competing concepts and focused on the one customers actually used.
“Our requirements were difficult and he did an excellent job in completing the task creatively. He did everything and made it a fun process.”
Joseph EpsteinCEO, Wonderful Dental